So at some point we start deciding that the value you're bringing to Steam isn't worth the cost to us. 'If we are denying keys for normal size batches it's likely because your Steam sales don't reflect a need for as many keys as you're distributing, and you're probably asking for more keys because you're offering cheaper options off Steam and yet we are bearing the costs. In a leaked post from Steam's developer forum, Valve employee Sean Jenkins explains that key requests can be denied if Valve feels a game isn't earning its keep, though it isn't clear how new this policy is or isn't: Given the quantity of keys in the market-we once gave away five million Steam keys (opens in new tab)-Valve has clearly been generous with key requests in the past. To sell or give away keys outside of Steam, developers must first request a batch from Steam. Steam games can be purchased two ways: through direct payment to Steam, from which Valve takes a cut, or through third parties which sell keys that unlock the game on Steam.

Cuphead key steam